Yahoo’s Strategy After Bartz? “Deeply Personal Digital Experiences

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Yahoo has begun outlining a new strategy to become the “world’s premiere digital media company.” And to explain it, the company is invoking the periodic table of elements.

During a presentation at Flickr headquarters in San Francisco, Yahoo VP Steve Douty said that Yahoo has refocused its mission in the wake of major leadership changes — in other words, the firing of former CEO Carol Bartz. To that end, it is doubling down on its new mission: “To build deeply personal digital experiences,” according to Douty. That’s a vague statement to say the least, but at least it gives the troubled company some some sort of direction.

Yahoo’s strategy is composed of five “elements” — an idea the company was putting together towards the end of the Bartz era. Displayed in the form of the periodic table, the “elements” are as follows:

- En: To engage and delight users.

- Be: To be where the customer goes.

- Si: To deliver personal meaning through science and data.

- So: To own real social relationships on the web.

- Ec: To build an ecosystem.

Buzzwords and mission statements aside, Yahoo still has one solid asset: its traffic. It’s also way ahead of the game in mobile. Douty says that the company now has 137 million unique visitors every month on mobile devices, and is the number-three most recognized mobile brand with 50% reach in the U.S. Yahoo also has “42,000 unique homepage experiences at Yahoo.com every five minutes,” he said.

More About: flickr, Yahoo

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